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UK Insights

Figuring out fitness fanatics

Richard Keogh

Managing Director, Consumer, at Kantar Media UK

Consumer Leisure 08.05.2014 / 17:35

Fitness

Over 4.4 million British adults belong to gyms or leisure centres - what drives fitness fiends to embrace technology

From tracking apps and monitoring bands to sweat resistant accessories and fitness watches, the relationship of tech and fitness has become intertwined. The latest insights from Kantar Media TGI's Clickstream study reveal what drives fitness fiends to embrace technology.

Over 4.4 million British adults belong to gyms or leisure centres. And this group is nearly three times as likely as the average British adult to regularly jog - the target audience for most of the fitness tech market.

Key Numbers

  • 4.4 million British adults belong to gyms or leisure centres
  • 685 minutes spent on Facebook by fitness fanatics every month
  • 73 minutes spent on Twitter
  • 36 minutes spent on Pinterest

These regular exercise fiends are as married to technology as they are to their fitness regimes. They are 26% more likely than the average British adult to keep up with developments in technology and 32% more likely to buy new gadgets or appliances. This is hardly surprising since they are also 49% more likely than the average to say they have expensive tastes.

Looking further at the fitness and exercise app market, in 2013 the top 20 free fitness apps accounted for a total of 231 million downloads.  This group is 45% more likely than the average Internet user to download free apps once a fortnight and they are 35% more likely to download paid apps two to three times per week.

Nearly 80% of this group have bought something online in the past three months. They are also 25% more likely to buy personal tech online. One way they are making decisions is through peer reviewed comments. 64% of this group have sourced products online in the past four weeks. In the past month, however, this group is also 48% more likely than the average British adult to have shared a product or brand review. For example, looking at gym goers' criteria of choice for choosing a mobile phone, they are 59% more likely than the average British adult to choose a phone based on professional recommendations or reviews.

Fitness fanatics are 33% more likely than the average British adult to own a smartphone and 52% more likely to own a tablet. 46% of this group access the Internet more than once a day on their mobile device. In the past four weeks, they have spent an average time of 685 minutes on Facebook, 73 minutes on Twitter and 36 minutes on Pinterest.

Source : Kantar Media

Editor's Notes

Kantar Media TGI Clickstream is a unique consumer survey measuring both in-depth online behaviour through a passive meter as well as a huge range of offline consumer behaviour. If you're a journalist and you'd like to interview Richard Keogh, please contact us.

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